Identifying the sensory thresholds

Consumers have different levels of sensory threshold, but they generally fit

into one of the following categories:

 ✓ Absolute threshold: This is the lowest level at which you can experi-

ence a sensation. The point at which a consumer can detect a difference

between something and nothing is that person’s absolute threshold for

that stimulus. As exposure to the stimulus increases, you notice it less.

 For example, the point at which a driver can see a billboard is her abso-

lute threshold. After an hour of passing billboards on the highway, the

person develops an internal blindness to the billboards, and it’s doubt-

ful that any of them will make an impression.

 ✓ Differential threshold: The minimal difference that can be detected

between two stimuli is the differential threshold. A professional wine

taster demonstrates differential threshold. The wine taster frequently

perceives a difference between two bottles of wine, yet an amateur may

find the wine identical.

 ✓ Subliminal threshold: This threshold is only recognized subconsciously

by the consumer because of the shortness in duration and differences in

messages. Suppose, for example, a teenager is watching a music video

during which the word “fast” appears on the television for 5 seconds

and then disappears; then 20 seconds later an image of a specific energy

drink appears. Even though the teenager doesn’t consciously remember

the message, in the subliminal threshold she has stored the word “fast”

along with the image of the energy drink. The idea is that when she

enters a store, she will associate “fast” with the energy drink and pur-

chase the drink when she needs a pick-me-up.